Turn "meh" events and visitor experiences into memorable ones
What is Destination Roadmapping™?
After 15 years of successfully helping communities strengthen their visitor and event experiences, the Cygnet Strategies team created Destination Roadmapping™ to provide a practical, action-focused way for towns to tackle tourism challenges.
Destination Roadmapping isn’t just theory on a shelf. It’s a set of “do-it-together” processes that make tourism planning accessible and affordable for small towns, helping you compete for visitor spending without the heavy price tag or time commitment of a full-scale plan.
We’ve broken our proven approach into flexible, affordable segments, so you can zero in on the area you need most, start taking action within 90 days, and build momentum that lasts. Options include:
- Assessments & Short-Term Wins
- Identity, Pillars & Goals
- Visitor-Focused Initiatives
- Implementation
- Monitor, Evaluate & Adapt
- Event Impact Analysis
- Event Experience Remix™
Clear Direction
Prioritized action steps you can actually execute, no vague buzzwords or strategies
Measurable Impact
Event impact numbers, goals, and practical metrics you can easily track and confidently share
Team Buy-In
Workshops and facilitation that align staff, board, and volunteers in ways beyond the conference room.
Is Destination Roadmapping right for your community?
Main Streets & Downtowns
You’re trying to keep your district lively with limited staff and even fewer dollars. We help you create experiences that turn sidewalks into stages, empty windows into invitations, and casual foot traffic into loyal customers. Our focus: activation plans, placemaking, and programs that keep people coming back.
DMOs & CVBs
Marketing a destination is tough when visitor expectations keep rising and your budget doesn’t. We help you strengthen itineraries, design visitor-friendly experiences, and build out programs that actually move the needle. Our audits give you the data you need; our roadmaps give you the actions you can afford.
Event Committees
Volunteers, passion, and sheer willpower can get an event off the ground—but not always to the next level. In addition to calculating your event’s impact, we help you focus, prioritize, and streamline: programming that excites, vendor ops that run smoothly, and guest experiences that spark repeat attendance. Less burnout, more results.
City Leaders
You want visible wins that make council members proud and residents feel heard. We provide policy guidance, funding pathways, and community buy-in strategies that turn “just another project” into a civic success. The goal? Sustainable tourism growth without overwhelming staff or budgets.
Tell me more Event Experience Remix™
Upgrade the vibe. Shift the energy. Make it stick.
If your event feels a little “meh” instead of memorable, this is your fix.
Event Experience Remix™ is a punchy, practical micro-course for small towns and tourism teams ready to level up.
You’ll learn how to:
- Audit what’s working (and what’s killing your vibe)
- Add surprise, delight, and flow without blowing the budget
- Take fast action with tools built for real-world events
No theory. No fluff. Just results.
What You Get:
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3 mini-modules: Audit • Enhance • Action
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200+ fresh, proven ideas
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A fillable workbook + quick-win checklist
Because you don’t need a new event, you just need to remix the ones you’ve got.
Tell me more about Event Impact Analysis
A comprehensive, easy-to-use framework that helps communities and event organizers measure the real economic, social, and visitor impact of their events.
Event Impact Analysis is designed to:
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Show the full circle of impact
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Provide clear, actionable data you can use with city leaders, funders, and sponsors
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Highlight both economic returns and community benefits (not just hotel nights)
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Give you a repeatable tool to track progress year over year
With Event Impact Analysis, you don’t just measure—you gain the insight you need to make events stronger, more sustainable, and more valuable to your community.
Tell me more about Assessments and Short-Term Wins
Getting a clear picture of where your community stands—and identifying a few quick wins—is the best way to build momentum toward stronger visitor experiences and improved quality of life.
Our “do-it-together” course combines live, hands-on learning with practical tools to help your team gather insights, spot opportunities, and take action right away.
Course Includes
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Two 90-minute Zoom learning sessions
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Two 60-minute Zoom work sessions for Q&A and task support
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Proven assessment methods and tools
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Guidance in analyzing and interpreting assessment data
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Support in developing Visitor Journey Roadmaps (current and future) with gap identification
Additional Support
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Unlimited phone and email access for 6 months of ongoing guidance
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A library of workbooks, checklists, and resources to keep your team on track
Tell me more about Identity/Pillars/Goals
Being clear about your community’s identity vision is not the same as branding. This isn’t about a tagline or a billboard—it’s about defining a short, focused statement (around 10 words) that serves as your north star for enhancing the visitor experience. It’s the internal guide that keeps your team aligned, concise, and moving in the same direction.
In this “do-it-together” course, we’ll help you define that vision, identify three supporting pillars, and set 8–10 measurable goals. By the end, you’ll have a clear foundation and practical next steps to bring your vision to life.
Course Includes
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One 90-minute Zoom learning session
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One 60-minute Zoom work session for Q&A and support
Additional Support
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Unlimited phone and email access for 6 months of guidance
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Access to workbooks, checklists, and resources
Tell me more about Visitor-focused Initiatives
This “do-it-together” course is all about designing visitor-focused experiences that are engaging, creative, and sustainable. You’ll explore principles, best practices, and strategies for sparking innovation—then apply them to generate ideas that fit your community’s unique character and goals.
Course Includes
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One 90-minute Zoom learning session
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Two 60-minute Zoom work sessions for Q&A and idea development
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Guidance on evaluating which ideas are appropriate and where to start
Additional Support
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Unlimited phone and email access for 6 months of ongoing guidance
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A library of workbooks, checklists, and resources to support implementation
Tell me more about Monitor/Evaluate/Adapt
Getting a clear picture of where your community stands—and identifying a few quick wins—is the best way to build momentum toward stronger visitor experiences and improved quality of life.
Our “do-it-together” course combines live, hands-on learning with practical tools to help your team gather insights, spot opportunities, and take action right away.
Course Includes
-
Two 90-minute Zoom learning sessions
-
Two 60-minute Zoom work sessions for Q&A and task support
-
Proven assessment methods and tools
-
Guidance in analyzing and interpreting assessment data
-
Support in developing Visitor Journey Roadmaps (current and future) with gap identification
Additional Support
-
Unlimited phone and email access for 6 months of ongoing guidance
-
A library of workbooks, checklists, and resources to keep your team on track
Tell me more about Implementation
Unlike the other Destination Roadmapping courses, this one is built around your existing plans. You bring those recommendations, and together we’ll refine, prioritize, and start moving them forward.
This “do-it-together” course is designed to move those ideas from paper to action. Implementation is often the hardest part of any plan, but we’ll help you kick-start your efforts, share strategies that have worked in other communities, and set you up for lasting success.
Course Includes
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One 90-minute Zoom session to review your plan and set priorities
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Two 60-minute Zoom work sessions for Q&A and hands-on support
Additional Support
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Unlimited phone and email access for 6 months of guidance
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Access to workbooks, checklists, and resources to keep you on track
It's just me on my team, can this still work?
Absolutely! Everything we do adapts to your capacity and budget.
What does success look like?
Success isn’t just checking boxes—it’s seeing real change in how your community shows up for visitors and residents. After completing Destination Roadmapping™, you can expect:
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Clarity of Vision — A shared internal roadmap that keeps your team aligned and moving in the same direction.
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Quick Wins — Tangible improvements that show progress right away and build momentum.
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Action in Motion — Ideas and plans no longer sitting on paper, but being implemented with confidence.
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Improved Visitor Experience — A community that feels welcoming, engaging, and memorable for guests.
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Community Buy-In — Broader participation and pride from businesses, partners, and residents.
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Adaptability — Tools and processes to monitor, evaluate, and pivot when circumstances change.
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Sustained Impact — Tourism efforts that are measurable, realistic, and set up to thrive long-term.
How long does each process take?
From start to finish, each process takes less than 90 days; however, this timeline is dependent upon each community’s situation. Once we begin working together, we’ll develop a timeline that is best for your situation.
Can you help us get funding?
Funding to participate in Destination Roadmapping usually comes from hotel occupancy taxes, economic development funds, city general fund, or organization budgets. Once your action steps are identified, we will work with you on other funding sources, including grants.
How much will our investment be?
Each Destination Roadmapping™ course is available for a flat fee. That price includes all live sessions, follow-up support, and access to workbooks, checklists, and resources—plus unlimited calls and emails for 6 months to keep your team on track.
Event Impact Analysis—$2,750
Event Experience Remix™—$450
Assessments and Short-term Wins—$5,500
Identity/Pillars/Goals—$2,500
Visitor-focused Initiatives—$4,500
Implementation—$3,500
Monitor/Evaluate/Adapt—$3,500
Do you work onsite?
While onsite work is not included in the quoted prices, if onsite visits are requested, we will work with you to keep them affordable.